What is a brand mission?

The mission statement (the brand mission) conveys the essence and benefit of the brand for its customers and refers to the current state of the company and its present actions. The brand mission should be formulated in an easily understandable way and give a clear idea, both internally and externally, of the purpose or the strategic direction of the company. A strong mission statement helps to anchor the brand with customers and in society.

“The mission of the Wikimedia Foundation is to empower and engage people around the world to collect and develop educational content under a free licence or in the public domain, and to disseminate it effectively and globally." (Mission statement of Wikipedia)